Thursday, November 24, 2011

It’s OK to mention product benefits

Most marketing experts agree that a supplier should not sell its product or service too hard. For example, a supplier should not overstate the benefits of its product or service.

But it is also possible to err in the other direction, by mentioning no benefits at all. For example, this is the entire text of the web page about a product called Helium:

What is Helium? Helium is a minimalistic real-time kernel for the HC(S)08 core by Freescale and Atmel AVR.

Update. Future releases of Helium will compile with gcc. Codesourcery provides a pre-compiled command line toolchain featuring gcc, g++, etc. as well as linker scripts and startup code for the 68k/Coldfire architecture. Instructions for building a cross-compiler on Mac OS X with gcc are here.

2009-2-28 HELIUM 2 RELEASED. Go to the downloads page to get your very own copy.

Visit the Helium Users’ Group on Yahoo to post questions and find answers to common problems (created 8-11-2008).

Please help to offset development costs by donating to the Helium project.

So far as I can see, the web page includes no benefits at all. Maybe technical insiders can infer benefits from the product description. But even if that’s true, it does not help the relative newcomers who may read this page.

The Takeaway: If you are marketing a product or service, be sure to mention benefits, not just features. Prospects want to know the benefits of your product or service.

Happy Thanksgiving!

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1 comment:

  1. Thanks for another great post. Features and benefits go hand in hand, but sales/marketing copy is useless without a few benefits.